Though quality sleep is an important part of maintaining health, many people are not getting enough of it.
Kiva Confections recently partnered with Propeller Insights on a study aiming to understand how Americans sleep and what aids they’re using to support it, including cannabinol (CBN), a rare cannabinoid that’s said to promote rest and relaxation.
Kristi Palmer, co-founder of Kiva Confections, recently spoke to Cannabis Products Insider about the study, its results and its portfolio of sleep-supporting products.
CPI: Why did Kiva conduct a sleep survey? When was the survey conducted?
KP: Kiva conducted a sleep survey, Kiva’s State of Sleep 2023, to highlight the immense issues people have around sleep, the current ways they’re coping with these issues and how effective those approaches are, and how cannabis generally, and CBN specifically, is helping. Over 400 adults from across the country were surveyed in January 2023.
CPI: How would you describe the demographics of the study participants? What kinds of sleep issues did they have?
KP: We conducted a general survey of people from ages 21 to 65-plus, which included both cannabis consumers and non-consumers alike in a healthy mix across genders, age and location. Participants noted they suffered from a wide range of sleep issues, including difficulty falling asleep, waking up in the middle of the night, not getting deep sleep, feeling groggy when they wake up in the morning, and more.
CPI: What did the study reveal in terms of participants’ quality of sleep?
KP: The survey revealed that 90.6% of consumers reported having sleep issues nightly or multiple times per week. It also revealed that 42% of respondents reported waking up 5-plus times a night, a truly shocking stat. Additionally, 33.1% of the participants reported they are getting 5-6 hours of sleep a night, which is lower than the recommended 6-8 hours of sleep per night.
CPI: What did the study reveal about the sleep aids participants are using?
KP: While the majority of participants (49.8%) reported using melatonin to fall asleep, compared to cannabis it was a less effective method of falling and staying asleep. Cannabis was rated the most effective method of helping people with the overall quality of sleep. This shows that there’s learning to do from consumers surrounding cannabis and CBN, but those consumers who do already take CBN to fall asleep are already satisfied and are reporting better sleep quality. It’s no surprise that rates of depression and anxiety have increased 25% in the past year.
CPI: What does Kiva plan to do with these study results?
KP: Educate. The intention of this survey is ultimately to educate consumers about the sleep issues the majority of people are facing so they know they’re not alone — and also to educate them on the benefits that CBN has to offer for sleep. The survey showed that, currently, not that many people are using CBN to get to sleep, and this is something we are working to inform and change. People are using sleep aids but they haven’t discovered CBN’s effectiveness yet, and we want to show them why they should consider it. CBN is a mildly psychoactive cannabinoid that acts on both CB1 and CB2 receptors. Consumers constantly tell us that it helps them fall asleep faster, stay asleep, and wake up without feeling groggy — something most sleep aids don’t offer.
CPI: What is Kiva’s Dream Team? In which markets are the products available?
KP: Kiva’s Dream Team is our suite of CBN products. We offer:
- Midnight Blueberry Camino Gummies, which confer a calming combination of 5 MG THC, 1 MG CBN and relaxing terpenes with chamomile and lavender extracts to promote restful sleep.
- Midnight Mint Dark Chocolate, which contains a soothing combination of 5 MG THC and 2 MG CBN per piece for a great night’s sleep that will leave you feeling both rested and refreshed. It features rich dark chocolate with a fresh, crisp mint flavor sprinkled with cacao nibs.
- Blackberry Petra Mint is Kiva’s first mood-targeting mint. Fresh blackberry and vanilla flavors are blended with sugar-free, plant-based ingredients and a calming combination of 2.5 MG THC and 1 MG CBN to create our most tranquil Petra yet.
- Milk and Cookies CBN Terra Bites feature a crunchy chocolate cookie core that is bathed in sweet, creamy milk chocolate with a hint of vanilla and a touch of sea salt. 5 MG THC and 2 MG CBN round out the slumber party for a deliciously drowsy effect.
- Blackberry Dream Camino Sours are vegan gummies that combine 10 MG THC and 3 MG CBN with chamomile and lavender extracts for a powerfully tranquil effect enhanced by soothing, indica-like terpenes.
We have been widely recognized as a leader of innovation within the industry. We debuted the first CBN-infused edible, Midnight Blueberry Camino Gummy, in 2019, making us the first brand to introduce a CBN infused gummy to the cannabis market.
These products are available in select states with legalized cannabis.
CPI: Are there plans to introduce additional sleep-supporting products?
KP: We want to offer a wide range of options to meet consumer needs across our Sleep portfolio, and in July we will be launching a new ratio and product form that will expand our reach.
CPI: Is there anything else you’d like to add?
KP: We recently launched in Missouri (on March 20) and have our eyes on the New York market, with a Q3 launch. We will be launching our Camino gummies first, followed by Lost Farm, Petra, and finally chocolate. We are excited to be bringing a restful night's sleep to even more consumers in new states as we continue to expand.